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Posterscope Netherlands launches dynamic digital platform, Liveposter

Posterscope has launched Liveposter in the Netherlands. The platform allows Digital Out Of Home campaigns to be controlled centrally, over multiple networks. Campaigns can be adapted and broadcast real-time across complete networks or individual screens.
The platform uses location-related data such as consumer behaviour, weather, search and footfall to optimise campaigns. At any desired time of the day, throughout the campaign period, the advertisement can be adapted and made relevant for the location and the audience present.
Liveposter sets a new standard within DOOH in the Netherlands. Targeting options that have already been available for digital advertisements are now also possible for out-of-home which can now be purchased, adapted and broadcast in a comparable manner. Posterscope is the first OOH media agency in the Netherlands to offer programmatic advertising on DOOH screens from Ngage Media, JCDecaux and Exterion and allows advertisers to benefit from dynamic content campaigns in public spaces.
The first campaign via Liveposter was carried out together with Wehkamp and Ngage Media: a dynamic content campaign based on the current weather in seven different cities with an assortment focus on fashion and garden. From March 12 to March 28, Posterscope served with the help of LivePoster 14 impactful digital screens from Ngage on city squares and shopping centers. With high-level deployment and with the best possible distribution across the Netherlands.
An umbrella in the rain – As soon as it started to rain in one of the cities, a Wehkamp fashion expression with an umbrella was shown on screen level. As soon as the sun showed up, the expression was replaced in real time by a version with garden assortment. The result was a dynamic campaign with which Wehkamp could distinguish itself and was visible in a relevant and surprising way with its products.
Bas van den Hoogen, Country Manager, Posterscope Netherlands: “We launch Liveposter because research has shown that relevant content for the audience present increases the effect of campaigns by more than 15%. The ability to use dynamic content based on relevant data and consumer insights creates a giant step in the digitization of Out of Home. From now on DOOH also belongs to the online media strategy. ”
Via: Posterscope Netherlands / Fonk

We asked 100,000 consumers worldwide…about OOH

Megin Gauntlett, Senior Insight Executive at Posterscope delves into our planning tool OCS, giving insight on how we understand our global audience and plan resonating campaigns.
OCS – The largest global OOH survey in the world
OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.
OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.
The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.
OCS identifies OOH nuances between markets
In practice, OCS allows us to identify key trends over multiple markets, and to understand the various idiosyncrasies and differences when it comes to consumer opinions and behaviours around the world. This can range from looking at day-to-day actions that we take for granted, such as how we commute to work, to more individually-determined actions, such as where we’re more likely to search online whilst out of the home. These differences help us to personalise planning for each audience across each market.
ocs by country
Universal trends in OOH – Location, Location, Location
OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.
But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.
ocs types of message
In the UK, location-based messages resonate even more with consumers, and this becomes even further pronounced amongst specific audiences. For instance, 90% of London fashion consumers (“Londoners who are passionate about shopping in store to buy fashion items”) are interested in location-based DOOH content. This type of insight helps to inform and plan successful OOH campaigns, such as Timberland’s recent campaign which ran across shopping malls and high streets in London. Based on the viewer’s location, suggestions were made to visit a local store or landmark, along with relevant statistics such as distance, number of steps required, and calories burned, whilst promoting the unique comfort of the new Sensorflex product.
timberland
Société Générale used a similar idea in rail stations and airports across France – letting consumers know how long until their train or plane departs and reminding them that they have plenty of time to log on to the app and complete a few transactions whilst in transit.
The success of this kind of location-based marketing is not to say that the consumer is uninterested in any other relevant messaging displayed on DOOH screens. As the chart above illustrates, global consumers are similarly interested in a variety of contextual messaging as detailed in OCS, and, in some cases, confounding national stereotypes such as the British being more inclined to care about the weather, when in fact they actually ranked 8% lower than the average of all countries evaluated!
Multiple Messages engage consumers
Combining multiple contextual messages, when relevant, helps to further engage the consumer. santander v2Across all markets, campaigns which feature multiple contextual messages are proven to have greater consumer impact – Santander Cycles being a casing example. Santander Cycles identified two key audiences for its product – leisure users and commuters, and, using the Liveposter platform, encouraged them to hire a cycle for their next journey. As well as using location and local nearby attractions as inspiration, the campaign also utilised time of day (when to deliver the ads) and weather data (letting people know if the weather is going to be good for a day outdoors). Research demonstrated that consumers who saw the DOOH Liveposter campaign were 20% more likely to spontaneously recall seeing advertising for Santander when asked “which, if any, high street banks or building societies have you seen, heard or read advertising for in the last 2 weeks?”  proving that contextually relevant DOOH content delivers strong advertising cut-through for brands.
Similar success has also been enjoyed by Fanduel, an online and app-based fantasy sports league based in the USA, who utilised relevant contextual messaging consisting of both time of day and location, in a drive to recruit more members and get them playing more games.
fandual
In summary, OCS helps us to understand the lives, opinions and OOH habits of more than 100,000 consumers in over 30 different markets. With the rapid development of DOOH inventory with real-time capabilities across the globe, OCS ensures that we can capture which tailored, contextual messages (and triggers) our audiences actually want to see and where, enabling us to deliver relevant real-time campaigns that truly resonate and drive results.

Gordon's Gets Weekend Ready

Gordon’s gets commuters in the mood for the weekend with its fantastically refreshing new dynamic campaign.
As a part of its ‘Shall We?’ campaign, the Diageo-owned gin brand has deployed the campaign on roadside 6’s, rail and Underground D6’s, and bars and pubs across the UK, with the creative changing depending on the time of day, weather and location. For example, in the evening the creative may say “It’s 5pm. Shall we?” and if it’s sunny the message will change to say “Hello Sunshine.”
The campaign is playing in the run up to weekends on Thursdays and Fridays from November 3rd to December 12th. It was planned and booked by Carat and Posterscope using the Liveposter platform.
Standard creative will also be deployed on Motion@Waterloo and several large format digital sites.

Australia Post launches digital OOH campaign using Liveposter technology

In an Australian first, Posterscope Australia has delivered dynamic, geo-targeted digital OOH mapping at scale in a campaign using Posterscope’s proprietary Liveposter technology.
Working in conjunction with Dentsu Aegis Network sister agency Dentsu Mitchell and creative agency, GPY&R, Posterscope rolled out its new capabilities with the Australia Post campaign which allows consumers at around 550 OOH locations across the country to geo-locate their closest parcel locker and retrieve maps and directions.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems.
Says Adrian Venditti, group agency director, Posterscope: “With Liveposter, we now have the ability to change messages at scale in real-time which was the perfect technology for us to take to Australia Post to make their message as relevant as possible for each location and literally drive people from screen to store.
“With Digital OOH expected to account for a 50% share of the Australian OOH market by the end of 2017, it’s important we help our clients deliver more effective Digital OOH campaigns as we know that advertising cut through is higher when using dynamic creative. There are no other solutions in market currently that can deliver the same output at scale and we are very excited to see the results this generates for Australia Post.”
Dentsu Mitchell group client service director Michelle O’Brien said proximity targeting was key to the success of this campaign.
Says O’Brien: “Using maps delivered to customers via Liveposter will not only drive awareness of the Australia Post Parcel Lockers but demonstrate the large scale of the Parcel Locker network through serving targeted ads. We know the strength of Digital OOH when it comes to creating visual impact as well as the effect on recall when combined with messaging relevancy. Liveposter was the next logical step as it allowed for us to build impact, relevancy and highlight the scale of the Parcel Locker network.”
Posterscope expects to see more Dentsu Aegis Network clients utilising the Liveposter technology in the near future to fully exploit the opportunities to customise and target campaigns through digital OOH.
Via: Campaignbrief 

Mastercard offers free travel on London transport to promote Android Pay partnership

Posterscope is this week launching Mastercard’s first locally targeted digital OOH advertising campaign in support of the technology company’s partnership with Android Pay.
Mastercard is offering pay-as-you-go passengers the opportunity to travel for free on the TfL network for four consecutive Mondays in October, when they tap in with their Mastercard in Android Pay.  The offer will be promoted each week across London Underground digital OOH screens and escalator panels, plus platform information screens, PA announcements and social media activity on the TFL Twitter account.
As part of the promotion, Mastercard has also teamed up with Caffe Nero to offer free tea or coffee to customers that pay using Mastercard in Android Pay.  Posterscope has deployed digital OOH screens within 500m of Caffe Nero stores across the UK.  Dynamic creative will update in real-time on the digital screens during the partnership, showing messages including directions to the nearest store from the screen location and details of how to redeem the free hot drink.
The free travel and coffee promotion will run until the 24th October, supported by a wider advertising campaign running across print, digital display and social media, planned and bought by Carat, with creative by McCann.
Marc Bartholomew, business director at Posterscope said: “Mastercard’s first dynamic digital OOH campaign capitalises on the full benefits of the medium.  It uses both location targeting and dynamic creative to provide useful information about the offer to customers in close proximity to a store where they can redeem their free hot drink.”
Mark Barnett, president of Mastercard UK & Ireland said: “Our ‘fare free’ days across London’s transport network have been a big hit with our cardholders, but we wanted to go one step further. By also offering a free coffee at Caffè Nero, we hope that the Monday morning commute becomes a little more enjoyable in more ways than one.”

HEX shows the time advantage to passengers

To demonstrate the time advantage gained by taking the Heathrow Express (HEX) to Heathrow Airport compared to other forms of transport such as tube and car, HEX executed a dynamic OOH campaign that showed the length of time taken from any given location.
The aim was to remind existing customers of the efficiency and ease of travelling by HEX whilst also attracting new customers to the network who may not have considered or been aware of the time benefit, whether for their current journey to Heathrow or subsequent journeys.
Using TfL API data and Google travel data the campaign demonstrated the time it would take to travel from each specific location to Heathrow Airport at that particular moment by different modes of transport.  HEX data was also integrated to ensure that accurate information, including any disruptions, was factored into the CMS platform.
The campaign, created by Posterscope, Carat and Liveposter, is appearing on ECN screens, Rail D6s and Euston and Liverpool Street Motion and Rail Transvision screens until the end of October.

Posterscope Strengthens its Global Real Time Capabilities with the Acquisition of Liveposter

3 May 2016, London: Posterscope has announced today that it has fully acquired Liveposter, an Out-of-Home platform that will enable Posterscope to deliver dynamic content to screens around the world.
In the UK for example, digital OOH billing is forecasted to grow to 54% of the total OOH market by 2019.  There is a real opportunity for advertisers to deliver more dynamic content in their campaigns as research clearly demonstrates that more relevant, flexible and adaptive content yields significant increases in awareness, engagement and purchase intent.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners.  It uses a wide variety of data feeds to optimize the communication across the day, week or campaign period and provides full control over the content without the need to access the individual media owner systems.
This acquisition reflects Posterscope’s commitment to be at the forefront of the digital opportunities in Out-of-Home advertising, including the innovative use of data, automation, real time planning & trading platforms, content creation and global distribution.
Annie Rickard, Global President of Posterscope said:
“The Liveposter acquisition will be transformational in many markets and will ensure that we will be able to maximize the benefits of digital out-of-home for advertisers.”
Stephen Whyte, UK chief executive of Posterscope said:
“The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset represents an enormous leap in the power of the Out-of-Home medium.  I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication.”
Dan Douglas, Founder of Liveposter said:
“This is a very exciting opportunity for Liveposter and Posterscope.  We have partnered in the UK for some time now and we both see the future growth potential of working even more closely.  We very much look forward to launching the Liveposter platform and delivering award-winning work across Posterscope’s international markets.”

Posterscope Brazil Host OOH Day 2016 for 2016 Olympic Sponsors and Agencies

OOH Communications agency Posterscope Brazil hosted a summit – OOH Day 2016 – for the Rio 2016 Olympics sponsors (and their advertising agencies) featuring presentations from Posterscope and the major media owners in Brazil e.g. Clear Channel, JC Decaux, Otima, Eletromidia, etc.  This  would be one of the last chances for them to present the array of OOH opportunities available to the sponsors.
At the summit Posterscope Brazil introduced two new technologies that will revolutionize the relationship between brands and the public in OOH media in Brazil.  The innovations coming to the domestic OOH market are Liveposter and Viuing.
Otto Frossard, strategy director of Posterscope Brazil, explained that proprietary content management system, Liveposter, will enable a number of digital media features in Out Of Home. Among them stand out in real time and multimarket different digital media, interaction with mobile,  social media amplification, and use of data and metrics to segment the target and generate the best possible experience with the consumer. “The most important thing behind all this is the ability to customize according to each challenge that needs to be answered,” he says. Frossard believes that the ideal to get the most out of this tool is to plan together with the global development team Liveposter platform in order to reach the best solution for the brand. “We can reach a solution never before performed by the tool,” adds the executive Posterscope.
Viuing, in turn, is a new device designed to allow spectators, fans and followers to experience 100% the events and ensure that they don’t miss out on any of those great moments that will go down in history.
Based on TV technology, Viuing, a portable device similar in size to a video game control with a full HD screen,  retransmits everything that happens at the event in real time and without delays on your screen, so that you see absolutely everything. It has buttons that allow the fans to choose which camera you want to track and which sport, all in real time.
The Viuing device does not need Wi-Fi connection, 3G or 4G, as the transmission is done using radio frequency, through a partnership with an official TV station that provides the attraction/event. In addition, the device allows you to serve a series of exclusive content to the viewer, such as advertising, relevant information on the competition, event highlights and exclusive camera angles, among other possibilities that will promote a unique experience to the public, and even approaching more consumer brands. “Now we seek a partnership with one of the official TV stations that are broadcasting the Games to have your content inside Viuing,” Frossard added.

Aviva Asked Waterloo Who They Thought Were Better Drivers in Experiential Campaign

The campaign which ran from the 6-11th January in London’s busy Waterloo station asked members of the public to vote who they think are the better drivers, Women v. Men, under 60’s v. over 60’s, Mums v. Dads etc. The public could cast a vote via Twitter using voting buttons placed on the experiential stand. As a voting button is pressed an automatic tweet is released and the results of the poll are displayed on the digital out of home creative across the UK, including the Waterloo motion screen in front of the stand.
People could visit the site to cast their vote, or join along on Twitter by using the hashtags #over60sdrivesafer or #under60sdrivesafer dependant on their opinion.
The activity generated nearly 2,000 (1,963) votes, which were fed into the Liveposter system and displayed onto the Motion screen. The activity is in partnership with Zenith Optimedia and Liveposter.

Posterscope Win ‘Best Digital Campaign’ at the Drum’s Creative Out of Home Awards

On Tuesday 24th November Posterscope, in collaboration with Carat and Liveposter, won the award for best digital campaign for their British Gas Hive Activation campaign.
The campaign, which featured live content served in real time, targeted commuters and air travellers heading home (to a cold house) using a variety of digital screens across London train stations, bus stops, office foyers as well as Heathrow airport.
The responsive ads pulled-in live temperature, travel and transport updates tailored to the environments to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.  Messages such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood’, as wells as expected bus and train departures and arrivals were served via the Liveposter CMS platform.
 
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